CMU INSIGHTS TRAINING HUB

BPI Seminars

Half-day seminars run by CMU Insights for employees of BPI member companies




CMU Insights presents regular seminars as part of the BPI’s training programme. These sessions are open to employees of BPI member companies and are advertised on the BPI website.



INTRODUCTION TO THE MUSIC INDUSTRY 1 – MUSIC REVENUES
This seminar provides an overview of the wider music industry and how all the various strands fit together. It reviews all the different ways artists make money from their music and explains how the industry is structured around these different revenue streams.

Topics covered include:
• the role of the music industry in an artist’s career.
• music copyright revenues.
• live music revenues.
• monetising the fan relationship.
• an artist’s main business partners.



INTRODUCTION TO THE MUSIC INDUSTRY 2 – BUSINESS PARTNERS & RECORD DEALS
This seminar looks at all the different people and companies that artists work with in order to make money from their music, before putting the spotlight specifically on record companies and explaining the ins and outs of record deals.

Topics covered include:
• the music rights industry.
• the live music industry.
• the direct-to-fan business.
• the role of the label.
• record deals.



MUSIC RIGHTS INSIDE & OUT 1 – HOW COPYRIGHT WORKS
This seminar provides an easy-to-follow beginner’s guide to music copyright. It explains the different kinds of music rights, the controls that come with the copyright, and who owns the rights in songs and recordings, both by default and by convention.

Topics covered include:
• what copyright aims to achieve.
• the different music rights.
• copyright controls.
• copyright ownership.
• moral and performer rights.



MUSIC RIGHTS INSIDE & OUT 2 – HOW MUSIC LICENSING WORKS
This seminar looks at how copyright makes money and, in particular, how the music industry goes about generating income by licensing third parties that wish make use of songs and recordings. It also explains the difference between direct and collective licensing.

Topics covered include:
• copyright controls and how they make money.
• direct v third party v collective licensing.
• the role of PPL on the recordings side.
• the role of PRS and MCPS on the songs side.
• where copyright exceptions and fair use apply.



THE SYNC BUSINESS 1 – MARKET & DEALS
This seminar provides an overview of the sync market. It considers the different customers of sync and the options they have for accessing music, looks at the role of music supervisors and how to pitch to them, and explains the key considerations in a sync deal.

Topics covered include:
• where sync fits in to the wider record industry.
• the customers of sync.
• the sources of music for sync.
• key negotiating points in a sync deal.
• tips for connecting with and pitching to music supervisors.



THE SYNC BUSINESS 2 – HOW SYNC LICENSING WORKS
This seminar digs deeper into the complexities of sync licensing. It provides the copyright law you need to know to fully understand how sync works, and explores how co-ownership and the slicing of rights makes things more complicated, especially on the songs side.

Topics covered include:
• copyright controls and ownership conventions.
• what controls are exploited when music is synchronised.
• direct licensing v collective licensing.
• why performing rights add complexities on the songs side.
• how you can stop the complexities killing a deal.



MUSIC MARKETING CAMPAIGNS 1 – THE MUSIC MARKETING TOOLKIT
This seminar looks at the modern music marketing toolkit – all the tools and tactics employed by artists, labels, managers, promoters and other music industry companies to drive sales and streams of recordings, sell tickets to shows, and generally grow the fanbase.

Topics covered include:
• the role of gigs in building an initial fanbase.
• social media and direct-to-fan channels.
• press, radio, TV and clubs.
• streaming service playlists.
• influencers and advertising.



MUSIC MARKETING CAMPAIGNS 2 – PLANNING & DELIVERY
This seminar looks at the fanbase building process each artist goes through from the start and the role of different business partners along the way. It then puts the spotlight on album campaigns and the crucial role labels play in artist marketing around releases.

Topics covered include:
• the fanbase building process.
• where album campaigns fit in.
• label marketing teams.
• the role of agencies and other suppliers.
• how music marketing campaigns are evolving.



GETTING THE MOST FROM CATALOGUE
This seminar considers how labels can get more out of their catalogues in the streaming age, including how marketing content, social media and streaming service playlists can be used to drive new streams of catalogue releases, plus where direct-to-fan fits into the mix.

Topics covered include:
• defining catalogue.
• the impact of digital on catalogue marketing.
• where the traditional approach fits in.
• the new approach.
• the role of social, content and playlists in catalogue marketing.



INTERNATIONAL MUSIC MARKETS
This seminar provides an overview of the global recorded music industry. It looks at how key markets compare, how copyright and collective licensing works on a global basis, the key trends in streaming worldwide, and how to recognise and exploit export opportunities.

Topics covered include:
• the global recorded music market.
• key streaming services and trends by region.
• how copyright and collective licensing works around the world.
• export opportunities.
• building on-the-ground partnerships around the world.



AN INTRODUCTION TO BRAND PARTNERSHIPS
This seminar looks at the ins and outs of brand partnerships. It considers why brands want to work with music, what they want out of partnerships and how the complexities of the music industry impact on that. Plus how can artists and labels pursue brand opportunities?

Topics covered include:
• what brands want from music partnerships.
• the importance of collaboration between an artist’s business partners.
• the impact of music copyright on brand deals.
• who leads on the brand side.
• negotiating brand deals.



AN INTRODUCTION TO DIRECT-TO-FAN
This seminar looks at the importance of the artist/fan relationship. It explains how artists and labels can generate additional revenue by providing extra products and services direct-to-fan, and at how fan data and digital platforms increase the opportunities.

Topics covered include:
• building the direct-to-fan relationship.
• managing and utilising fan data.
• direct-to-fan platforms and campaigns.
• the role of the label in direct-to-fan.
• the latest trends in direct-to-fan.